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As the world watched thousands of athletes achieve their personal best through hard work and dedication, Olympic fans were able to share in every moment thanks in part to social media. From sponsors to families to networks to endorsements, social networks have not only forever changed how the Olympics are experienced but also the way in which business is conducted throughout the duration of the world’s largest athletic stage.

A lot can change in four years. More can change in a decade. Today, we are in the midst of a digital revolution. When social channels, such as Facebook and Twitter, were introduced, the world was able to connect in a way it never had before. Online users could share information across continents with the click of a button.

Social communities united individuals whose paths would have never previously crossed. Organizations were able to explore innovative possibilities by sharing ideas with external parties, and capitalize on new business opportunities by simply being social.

As the world becomes smaller and flatter, society is demanding closer personal relationships in business. In today’s environment, global companies must develop an organizational culture and infrastructure that stimulates innovation and ensures the best ideas are identified and shared regardless of where they originate within the company or through partnerships. A holistic approach that includes collaborative tools not only makes creative leadership possible, but will be critical to driving future growth.

IBM recently conducted face-to-face interviews with more than 1,700 chief executives to uncover what was on the minds of CEOs. One of the key findings reveals that CEOs feel that the unstoppable trend of openness will have the greatest affect on their organizations in coming years.

The study revealed that within five years, 57 percent of CEOs are expected to guide their organizations to use social media channels to connect with customers and partners. In the age of digital communications, CEOs understand the need to free up their organizations to promote innovation and growth using technology, often with the use of social media platforms. Tapping into the popularity of social sharing, organizations are now looking at adopting new models of working that tap into the collective intelligence of an organization’s networks.

As the line between social media and reality continues to blur, it’s only natural for CEOs to actively participate in this new era through embracing new social tools, fostering a collaborative environment internally and with external partners. By doing this and embracing the attributes of a social business, organizations will be able to understand and engage customers—consumers, clients and citizens—on a more personal level, precisely when, where and how the customer wants to be contacted.

Technology is reinventing the way future innovative and leading companies will connect inside and out. The connected organization is centered on people and people are making the world more digital and more connected. Being connected is the hallmark of our era — and the driver of numerous possibilities. So as a social business, what will your personal best be?

Brandi Boatner is a Communications Strategist for IBM in New York. Her roles and responsibilities include social business and digital strategies for IBM consulting division, working on IBM campaigns around business analytics, C-suite thought leadership studies, enterprise digital transformation, and smarter commerce. Boatner is extremely passionate about digital communications and considers herself a true "social butterfly."